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The role of cognitive neuroscience in researching and modeling consumer behavior
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Publisher: Editura Universitară
Author: Mihai Anghel
Edition: I
Pages: 194
Publisher year: 2025
ISBN: 978-606-28-1966-8
DOI: 10.5682/9786062819668
Product Code:
9786062819668
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INTRODUCTION 11
1. CONSUMER BEHAVIOR IN THE CONTEXT OF NEUROSCIENTIFIC EXPLANATIONS/15
1.1 COGNITIVE NEUROSCIENCE IN MARKETING – BETWEEN PSYCHOLOGY AND NEUROSCIENCE/15
1.2 NEUROSCIENTIFIC RESEARCH TOOLS: CHARACTERISTICS AND IMPORTANCE/21
1.3 COGNITIVE AND EMOTIONAL NEUROSCIENCE APPLIED IN CONSUMER BEHAVIOR RESEARCH/23
1.4 NEUROMARKETING IN THE CONTEXT OF CONSUMER BEHAVIOR EXPLANATION/27
2. CONSUMER BEHAVIOR MODELING – EXPLANATIVE PARADIGMS/31
2.1 PSYCHOLOGICAL PARADIGM/32
2.2 PARADIGM COGNITIVE NEUROSCIENCE/35
2.2.1 Literature Review /36
2.3 SOCIOLOGICAL PARADIGM/40
2.4 CULTURAL PARADIGM/41
2.5 ECONOMIC PARADIGM/41
3. CONSUMER BEHAVIOR AND NEUROLINGUISTIC PROGRAMMING /45
3.1 NEUROLINGUISTIC PROGRAMMING – BETWEEN STRATEGY AND TECHNIQUE/46
3.2 REPRESENTATION SYSTEM/47
3.3 LAB PROFILE/51
3.3.1 Lab Profile Patterns - Innovator/Researcher/51
3.3.2 Lab Profile Patterns - Positive/Negative/53
3.3.3 Lab Profile Patterns - Influencer/Informant/53
3.3.4 Lab Profile Patterns - Doctor/Soldier/54
3.3.5 Lab Profile Patterns - Details/Ensemble/55
3.4 CONSUMER BEHAVIOR MODELING/56
3.5 SOMATIC MARKER HYPOTHESIS/58
4. CONSUMER BEHAVIOR MODELING – METHODS AND TECHNIQUES/61
4.1 META PROGRAMS BEHAVIORAL/62
4.2 MANIPULATION VS. SELF-MANIPULATION/70
4.2.1 Case Study – Manipulation/71
4.2.2 Case Study – Self-Manipulation /75
4.3 PRINCIPLES OF PERSUASION/77
4.3.1 The Principle of Social Proof - Case Study/80
4.3.2 The Principle of Commitment and Consistency - Case Study/81
4.3.3 The Principle of Rarity and Instant Influence - Case Study/83
4.3.4 The Principle of Reciprocity - Case Study/84
4.3.5 The Principle of Authority - Case Study/84
4.3.6 The Principle of Sympathy - Case Study/85
5. THE ROLE OF COGNITIVE NEUROSCIENCE IN RESEARCH AND MODELING CONSUMER BEHAVIOR - EMPIRICAL STUDY/87
5.1 PROBLEMIC FRAMEWORK OF THE RESEARCH/87
5.2 IMPORTANCE OF THE RESEARCH/90
5.3 PURPOSE OF THE RESEARCH/90
5.4 GENERAL OBJECTIVES OF THE RESEARCH/91
5.5 SPECIFIC OBJECTIVES OF THE RESEARCH/91
5.6 RESEARCH HYPOTHESES/91
5.7 DEVELOPMENT OF THE DESCRIPTIVE SCHEME/92
5.8 TYPE OF RESEARCH/93
5.9 RESEARCH METHODOLOGY/93
5.10 UNIT OF ANALYSIS AND RECORDING/95
5.11 REALIZATION RESEARCH/95
5.12 RESEARCH STRATEGY/96
5.12.1 Marketing experiment implementation strategy/97
5.12.2 Communication model/pattern identification strategy/97
5.13 MARKETING EXPERIMENT 1 - "Infinite"/98
5.13.1 Infinite marketing experiment - Stage I/98
5.13.2 Infinite marketing experiment - Stage II/100
5.13.3 Infinite marketing experiment - Stage III. SPSS analysis/111
5.14 MARKETING EXPERIMENT 2 - "Sophia"/114
5.14.1 Sophia Marketing Experiment - Stage I/114
5.14.2 Sophia Marketing Experiment - Stage II/115
5.14.3 Sophia Marketing Experiment - Stage III. SPSS Analysis/125
5.15 INFINITE VS. SOPHIA - SPSS ANALYSIS/128
5.16 MARKETING EXPERIMENT 3 - "Terrier"/137
5.16.1 Terrier Marketing Experiment - Stage I/137
5.16.2 Terrier Marketing Experiment - Stage II/139
5.16.3 Attribute Evaluation - Eden Group/151
5.16.4 Attribute Evaluation - Pandora Group/153
5.16.5 Attribute Comparison - Eden Vs. Pandora/155
5.17 CONCLUSIONS OF THE EXPERIMENTAL RESEARCH/156
5.18 RESEARCH LIMITATIONS AND FUTURE RESEARCH PROSPECTS/157
6. VALORIZATION OF RESEARCH RESULTS. THE PRODUCT "ENIGMA"/158
6.1 ENIGMA/158
6.1.1 Enigma Illustration/159
6.1.2 Positive/Negative Pattern Illustration/160
6.1.3 Innovator/Researcher Pattern Illustration/161
6.1.4 Influencer/Informer Pattern Illustration/162
6.1.5 Doctor/Soldier Illustration/163
6.1.6 Details/Ensemble Pattern Illustration/164
6.1.7 NLP Diagram Illustration/165
6.2 ARGUMENTING THE IMPORTANCE OF THE ENIGMA PRODUCT/166
7. CONCLUSIONS/167
7.1 CONCLUSIONS SPECIALTY LITERATURE/167
7.2 CONCLUSIONS CASE STUDIES/168
7.3 RESEARCH CONCLUSIONS/168
7.4 CONCLUSIONS RESEARCH CORRELATIONS WITH PREVIOUS STUDIES/168
7.5 CONCLUSIONS VALORIZATION OF RESEARCH /170
7.6 CONCLUSIONS ON RESEARCH LIMITATIONS/170
BIBLIOGRAPHY /172
LIST OF ABBREVIATIONS AND ACRONYMS/190
LIST OF TABLES/191
LIST OF FIGURES/192
1. CONSUMER BEHAVIOR IN THE CONTEXT OF NEUROSCIENTIFIC EXPLANATIONS/15
1.1 COGNITIVE NEUROSCIENCE IN MARKETING – BETWEEN PSYCHOLOGY AND NEUROSCIENCE/15
1.2 NEUROSCIENTIFIC RESEARCH TOOLS: CHARACTERISTICS AND IMPORTANCE/21
1.3 COGNITIVE AND EMOTIONAL NEUROSCIENCE APPLIED IN CONSUMER BEHAVIOR RESEARCH/23
1.4 NEUROMARKETING IN THE CONTEXT OF CONSUMER BEHAVIOR EXPLANATION/27
2. CONSUMER BEHAVIOR MODELING – EXPLANATIVE PARADIGMS/31
2.1 PSYCHOLOGICAL PARADIGM/32
2.2 PARADIGM COGNITIVE NEUROSCIENCE/35
2.2.1 Literature Review /36
2.3 SOCIOLOGICAL PARADIGM/40
2.4 CULTURAL PARADIGM/41
2.5 ECONOMIC PARADIGM/41
3. CONSUMER BEHAVIOR AND NEUROLINGUISTIC PROGRAMMING /45
3.1 NEUROLINGUISTIC PROGRAMMING – BETWEEN STRATEGY AND TECHNIQUE/46
3.2 REPRESENTATION SYSTEM/47
3.3 LAB PROFILE/51
3.3.1 Lab Profile Patterns - Innovator/Researcher/51
3.3.2 Lab Profile Patterns - Positive/Negative/53
3.3.3 Lab Profile Patterns - Influencer/Informant/53
3.3.4 Lab Profile Patterns - Doctor/Soldier/54
3.3.5 Lab Profile Patterns - Details/Ensemble/55
3.4 CONSUMER BEHAVIOR MODELING/56
3.5 SOMATIC MARKER HYPOTHESIS/58
4. CONSUMER BEHAVIOR MODELING – METHODS AND TECHNIQUES/61
4.1 META PROGRAMS BEHAVIORAL/62
4.2 MANIPULATION VS. SELF-MANIPULATION/70
4.2.1 Case Study – Manipulation/71
4.2.2 Case Study – Self-Manipulation /75
4.3 PRINCIPLES OF PERSUASION/77
4.3.1 The Principle of Social Proof - Case Study/80
4.3.2 The Principle of Commitment and Consistency - Case Study/81
4.3.3 The Principle of Rarity and Instant Influence - Case Study/83
4.3.4 The Principle of Reciprocity - Case Study/84
4.3.5 The Principle of Authority - Case Study/84
4.3.6 The Principle of Sympathy - Case Study/85
5. THE ROLE OF COGNITIVE NEUROSCIENCE IN RESEARCH AND MODELING CONSUMER BEHAVIOR - EMPIRICAL STUDY/87
5.1 PROBLEMIC FRAMEWORK OF THE RESEARCH/87
5.2 IMPORTANCE OF THE RESEARCH/90
5.3 PURPOSE OF THE RESEARCH/90
5.4 GENERAL OBJECTIVES OF THE RESEARCH/91
5.5 SPECIFIC OBJECTIVES OF THE RESEARCH/91
5.6 RESEARCH HYPOTHESES/91
5.7 DEVELOPMENT OF THE DESCRIPTIVE SCHEME/92
5.8 TYPE OF RESEARCH/93
5.9 RESEARCH METHODOLOGY/93
5.10 UNIT OF ANALYSIS AND RECORDING/95
5.11 REALIZATION RESEARCH/95
5.12 RESEARCH STRATEGY/96
5.12.1 Marketing experiment implementation strategy/97
5.12.2 Communication model/pattern identification strategy/97
5.13 MARKETING EXPERIMENT 1 - "Infinite"/98
5.13.1 Infinite marketing experiment - Stage I/98
5.13.2 Infinite marketing experiment - Stage II/100
5.13.3 Infinite marketing experiment - Stage III. SPSS analysis/111
5.14 MARKETING EXPERIMENT 2 - "Sophia"/114
5.14.1 Sophia Marketing Experiment - Stage I/114
5.14.2 Sophia Marketing Experiment - Stage II/115
5.14.3 Sophia Marketing Experiment - Stage III. SPSS Analysis/125
5.15 INFINITE VS. SOPHIA - SPSS ANALYSIS/128
5.16 MARKETING EXPERIMENT 3 - "Terrier"/137
5.16.1 Terrier Marketing Experiment - Stage I/137
5.16.2 Terrier Marketing Experiment - Stage II/139
5.16.3 Attribute Evaluation - Eden Group/151
5.16.4 Attribute Evaluation - Pandora Group/153
5.16.5 Attribute Comparison - Eden Vs. Pandora/155
5.17 CONCLUSIONS OF THE EXPERIMENTAL RESEARCH/156
5.18 RESEARCH LIMITATIONS AND FUTURE RESEARCH PROSPECTS/157
6. VALORIZATION OF RESEARCH RESULTS. THE PRODUCT "ENIGMA"/158
6.1 ENIGMA/158
6.1.1 Enigma Illustration/159
6.1.2 Positive/Negative Pattern Illustration/160
6.1.3 Innovator/Researcher Pattern Illustration/161
6.1.4 Influencer/Informer Pattern Illustration/162
6.1.5 Doctor/Soldier Illustration/163
6.1.6 Details/Ensemble Pattern Illustration/164
6.1.7 NLP Diagram Illustration/165
6.2 ARGUMENTING THE IMPORTANCE OF THE ENIGMA PRODUCT/166
7. CONCLUSIONS/167
7.1 CONCLUSIONS SPECIALTY LITERATURE/167
7.2 CONCLUSIONS CASE STUDIES/168
7.3 RESEARCH CONCLUSIONS/168
7.4 CONCLUSIONS RESEARCH CORRELATIONS WITH PREVIOUS STUDIES/168
7.5 CONCLUSIONS VALORIZATION OF RESEARCH /170
7.6 CONCLUSIONS ON RESEARCH LIMITATIONS/170
BIBLIOGRAPHY /172
LIST OF ABBREVIATIONS AND ACRONYMS/190
LIST OF TABLES/191
LIST OF FIGURES/192
In the consumer-based society, consumer behavior is an area of great interest for economic actors within various companies, especially in situations where the company's goal is to bring the product/products to the attention of target groups. Therefore, the interventions of companies in the marketing sphere are focused on identifying specific actions that contribute to shaping consumer behavior in order to increase the purchase rate of the product/products. In this framework, the following rhetorical level is configured: does the commercial space offer effective models of strategies for implementing the sales process? What is the best strategy that leads to increased sales? How can consumer behavior be influenced? What are the emotional mechanisms that support the decision-making process in purchasing the product? Who influences the purchase decision? Is the decision to purchase a product an action that is objectified and controlled at an emotional, cognitive or rational level?
The paper "The Role of Cognitive Neuroscience in Researching and Modeling Consumer Behavior" aims to design an explanatory model of the consumer's behavioral pattern in the context of the cognitive neuroscience paradigm. The investigative approach aimed, on the one hand, at a theoretical research based on the analysis of scientific literature in the fields of: marketing, sociology, economics, psychology and digital tools with potential applications in the field of economics and, on the other hand, at a concrete, applied research of consumer behavior utilizing the cognitive neuroscience paradigm. For this, the following objectives were designed: analysis of consumer behavior from the perspective of the cognitive neuroscience paradigm; identification of a set of psychological characteristics that can be transposed in the form of a linguistic diagram containing the discovered patterns; development of a method for analyzing the set of NLP patterns applicable in a predefined context. The research is mixed, qualitative and quantitative. Following the analysis of the results, a model for identifying and analyzing consumption patterns was designed depending on certain psycho-emotional variables. The exploitation of the research results consisted in designing and modeling a software product that will be able to generate the "client-type" motivational pattern regardless of the context in which the two analyzed parties are presented. In the process of analyzing and interpreting the research results, the limits of the research are highlighted. Following the research conducted and the information collected from the specialized literature, it was concluded that the results obtained can be used to create a commercial product that can be traded on the free market. This product is digital in nature, a software that integrates several technological platforms such as artificial intelligence and machine learning, in order to be able to generate the communication and motivational patterns of the consumers studied. The client-type technique is very relevant and represents the future of market research where electroencephalogram and functional magnetic resonance imaging devices cannot be used on a large scale. The documentation resources were materials extracted from current scientific literature, visible in scientific platforms and digital libraries (Clarivate Analytics-Web of Science, SAGE, Elsevier, Procedia Social & Behavioral Science, s.a.
In chapter 1, entitled "Consumer behavior in the context of neuroscientific explanation", the theoretical and interpretative aspects regarding the relationship between marketing psychology and neuroscience are analyzed, neuroscientific research tools are inventoried in the context of their importance and characteristics regarding the decryption of human behavior to different stimuli, the relationship between cognitive neuroscience and that which explains the dimensions of emotions with applications in the field of consumer behavior research.
Chapter 2, entitled “Modeling consumer behavior - explanatory paradigms” is intended for explanations regarding individual, social and collective behavior, as well as the factors that influence its modeling. The following paradigms are analyzed: psychological paradigm, cognitive neuroscience paradigm, sociological paradigm, cultural paradigm, economic paradigm. In this framework, the theoretical explanations aimed at the interdisciplinary and trans-disciplinary approach integrating information from different scientific fields such as: psychology, sociology, neuroscientific research, economics. A separate subchapter was also allocated to the cognitive neuroscience paradigm, the central subject of this work in which a meta-analytic study was conducted on research in the field of neuromarketing, integrating software applications such as VosViewer (bibliometric method) into the research strategy. The review of specialized literature capitalized on the Web of Science research database. The diagrams resulting from the processing of research data highlighted a broad representation of the research subject, different interpretation scenarios and a lot of covariations of research variables from different perspectives.
In Chapter 3, entitled "Consumer Behavior and Neurolinguistic Programming", both the definitions of "neurolinguistic programming" are presented and analyzed, considering the VAK system (visual, auditory, kinesthetic) also called a representation system, and the linguistic and behavioral profile Lab Profile. The following categories of patterns are described: innovator/researcher, positive/negative, influencer/informant, doctor/soldier, details/whole. Also within this chapter, explanations are specified on the strategy for modeling consumer behavior, a distinct subchapter being designed in the context of the neurolinguistic programming variable.
Modeling consumer behavior from the perspective of neuromarketing generates a series of examples taken from the scientific literature that have been selected as suggestive of how different emotional reactions of the body to different stimuli can be recorded. Of particular note is the subchapter dedicated to the "Somatic Marker Hypothesis", which is particularly relevant for neurolinguistic research.
Chapter 4, entitled “Consumer Behavior Modeling - Methods and Techniques” aims to describe methods and techniques for modeling consumer behavior in the context of the cognitive neuroscience paradigm. The identification of consumer behavior modeling techniques was carried out based on indicators that describe the modeling design, namely: the emotional component, the negotiation process, meta programs. The description of consumer behavior modeling techniques integrates the descriptive elements of NLP, the conditions of their application and use, as well as the importance of their use in marketing strategies.
The register of consumer behavior modeling techniques is completed by the analysis of methods specific to the manipulation and self-manipulation process, the effects of using these methods in the context of consumer behavior modeling, and the principles that explain consumer behavior modeling. A collection of case studies based on different consumer behavior modeling research techniques was also carried out in order to outline an explanation regarding the factors that influence consumer behavior modeling.
In the selection of studies case studies taken from the specialized literature, the way in which the techniques used in modeling consumer behavior are described was taken into account.
Chapter 5, entitled "The role of cognitive neuroscience in research and modeling of consumer behavior" represents the research part of the work. In arguing the purpose of the research, the importance of the research is captured, from two perspectives, namely: facilitating the identification of a model for identifying and analyzing consumption patterns according to certain psycho-emotional variables which, in turn, support the creation of a software product that allows the generation of "customer-type" patterns regardless of the context in which it exists.
The designed research model capitalizes on the typology of qualitative and quantitative research by integrating various examples of research instruments used in collecting, analyzing and interpreting data. In accordance with the research objectives, the investigation was carried out according to the meta-heuristic research model, in three successive stages. In its implementation, qualitative and quantitative investigations were used.
The paper captures an extensive description of the marketing experiment and integrates research data collected through different methods (questionnaire survey, structured interview). The research involved the implementation of three marketing experiments based on the investigation of three dimensions: The Neurolinguistic Programming Structure generates a first communication pattern (D1); in the second working dimension (D2), the group of respondents was again evaluated in order to reconfirm that the pattern is respected; using the client-type technique, it will be possible to analyze the impact it has on consumers when they are faced with the purchase price (D3).
The research conclusions reveal that the client-type technique is very relevant and represents the future of market research where electroencephalogram and functional magnetic resonance imaging devices cannot be used on a large scale.
The analysis and interpretation of the research results allowed the identification of "typical customer" patterns. The research conclusions constituted a preamble to the next chapter of the paper and successfully contributed to the design of the software product.
Chapter 7 presents the research conclusions. These are presented in an extended framework, capitalizing on the research sectioning method. The conclusions drawn from book research, qualitative and quantitative research are presented. In terms of the specialized literature, the importance of the information collected that contributed to the formation of the research was highlighted. The data collected and researched from the specialized literature contributed to the planning and construction of a set of case studies that addressed the issue of neuromarketing elements. The results of the case studies constituted the premises of the research and had an important role in interpreting the research results. Thus, the research results allowed its capitalization by conceptualizing and creating an artificial intelligence software called Enigma.
In the development of the work, numerous bibliographical and very recent resources were used. The database of scientific articles from the Clarivate Analytics platform was researched, as well as journal articles from foreign specialized literature, articles published in the volumes of international scientific conferences. Although there is an abundance of publications dedicated to neuroscientific programming, this field remains a challenging one for researchers. The more the neuro-physiological explanation based on evidence changes in the context of scientific discoveries, the more new theories and explanations may appear on the modeling of consumer behavior. The importance of this research will be reflected in the use of the “Enigma” application, which will be able to decrypt the “consumer pattern”.
The information in this paper may be of interest to those working in the field of marketing who wish to learn how to decipher the "customer pattern" but also to all those who wish to understand more about how we explain consumer behaviors using the theoretical explanation of neuromarketing. The paper concludes with a chapter of general conclusions.
The paper "The Role of Cognitive Neuroscience in Researching and Modeling Consumer Behavior" aims to design an explanatory model of the consumer's behavioral pattern in the context of the cognitive neuroscience paradigm. The investigative approach aimed, on the one hand, at a theoretical research based on the analysis of scientific literature in the fields of: marketing, sociology, economics, psychology and digital tools with potential applications in the field of economics and, on the other hand, at a concrete, applied research of consumer behavior utilizing the cognitive neuroscience paradigm. For this, the following objectives were designed: analysis of consumer behavior from the perspective of the cognitive neuroscience paradigm; identification of a set of psychological characteristics that can be transposed in the form of a linguistic diagram containing the discovered patterns; development of a method for analyzing the set of NLP patterns applicable in a predefined context. The research is mixed, qualitative and quantitative. Following the analysis of the results, a model for identifying and analyzing consumption patterns was designed depending on certain psycho-emotional variables. The exploitation of the research results consisted in designing and modeling a software product that will be able to generate the "client-type" motivational pattern regardless of the context in which the two analyzed parties are presented. In the process of analyzing and interpreting the research results, the limits of the research are highlighted. Following the research conducted and the information collected from the specialized literature, it was concluded that the results obtained can be used to create a commercial product that can be traded on the free market. This product is digital in nature, a software that integrates several technological platforms such as artificial intelligence and machine learning, in order to be able to generate the communication and motivational patterns of the consumers studied. The client-type technique is very relevant and represents the future of market research where electroencephalogram and functional magnetic resonance imaging devices cannot be used on a large scale. The documentation resources were materials extracted from current scientific literature, visible in scientific platforms and digital libraries (Clarivate Analytics-Web of Science, SAGE, Elsevier, Procedia Social & Behavioral Science, s.a.
In chapter 1, entitled "Consumer behavior in the context of neuroscientific explanation", the theoretical and interpretative aspects regarding the relationship between marketing psychology and neuroscience are analyzed, neuroscientific research tools are inventoried in the context of their importance and characteristics regarding the decryption of human behavior to different stimuli, the relationship between cognitive neuroscience and that which explains the dimensions of emotions with applications in the field of consumer behavior research.
Chapter 2, entitled “Modeling consumer behavior - explanatory paradigms” is intended for explanations regarding individual, social and collective behavior, as well as the factors that influence its modeling. The following paradigms are analyzed: psychological paradigm, cognitive neuroscience paradigm, sociological paradigm, cultural paradigm, economic paradigm. In this framework, the theoretical explanations aimed at the interdisciplinary and trans-disciplinary approach integrating information from different scientific fields such as: psychology, sociology, neuroscientific research, economics. A separate subchapter was also allocated to the cognitive neuroscience paradigm, the central subject of this work in which a meta-analytic study was conducted on research in the field of neuromarketing, integrating software applications such as VosViewer (bibliometric method) into the research strategy. The review of specialized literature capitalized on the Web of Science research database. The diagrams resulting from the processing of research data highlighted a broad representation of the research subject, different interpretation scenarios and a lot of covariations of research variables from different perspectives.
In Chapter 3, entitled "Consumer Behavior and Neurolinguistic Programming", both the definitions of "neurolinguistic programming" are presented and analyzed, considering the VAK system (visual, auditory, kinesthetic) also called a representation system, and the linguistic and behavioral profile Lab Profile. The following categories of patterns are described: innovator/researcher, positive/negative, influencer/informant, doctor/soldier, details/whole. Also within this chapter, explanations are specified on the strategy for modeling consumer behavior, a distinct subchapter being designed in the context of the neurolinguistic programming variable.
Modeling consumer behavior from the perspective of neuromarketing generates a series of examples taken from the scientific literature that have been selected as suggestive of how different emotional reactions of the body to different stimuli can be recorded. Of particular note is the subchapter dedicated to the "Somatic Marker Hypothesis", which is particularly relevant for neurolinguistic research.
Chapter 4, entitled “Consumer Behavior Modeling - Methods and Techniques” aims to describe methods and techniques for modeling consumer behavior in the context of the cognitive neuroscience paradigm. The identification of consumer behavior modeling techniques was carried out based on indicators that describe the modeling design, namely: the emotional component, the negotiation process, meta programs. The description of consumer behavior modeling techniques integrates the descriptive elements of NLP, the conditions of their application and use, as well as the importance of their use in marketing strategies.
The register of consumer behavior modeling techniques is completed by the analysis of methods specific to the manipulation and self-manipulation process, the effects of using these methods in the context of consumer behavior modeling, and the principles that explain consumer behavior modeling. A collection of case studies based on different consumer behavior modeling research techniques was also carried out in order to outline an explanation regarding the factors that influence consumer behavior modeling.
In the selection of studies case studies taken from the specialized literature, the way in which the techniques used in modeling consumer behavior are described was taken into account.
Chapter 5, entitled "The role of cognitive neuroscience in research and modeling of consumer behavior" represents the research part of the work. In arguing the purpose of the research, the importance of the research is captured, from two perspectives, namely: facilitating the identification of a model for identifying and analyzing consumption patterns according to certain psycho-emotional variables which, in turn, support the creation of a software product that allows the generation of "customer-type" patterns regardless of the context in which it exists.
The designed research model capitalizes on the typology of qualitative and quantitative research by integrating various examples of research instruments used in collecting, analyzing and interpreting data. In accordance with the research objectives, the investigation was carried out according to the meta-heuristic research model, in three successive stages. In its implementation, qualitative and quantitative investigations were used.
The paper captures an extensive description of the marketing experiment and integrates research data collected through different methods (questionnaire survey, structured interview). The research involved the implementation of three marketing experiments based on the investigation of three dimensions: The Neurolinguistic Programming Structure generates a first communication pattern (D1); in the second working dimension (D2), the group of respondents was again evaluated in order to reconfirm that the pattern is respected; using the client-type technique, it will be possible to analyze the impact it has on consumers when they are faced with the purchase price (D3).
The research conclusions reveal that the client-type technique is very relevant and represents the future of market research where electroencephalogram and functional magnetic resonance imaging devices cannot be used on a large scale.
The analysis and interpretation of the research results allowed the identification of "typical customer" patterns. The research conclusions constituted a preamble to the next chapter of the paper and successfully contributed to the design of the software product.
Chapter 7 presents the research conclusions. These are presented in an extended framework, capitalizing on the research sectioning method. The conclusions drawn from book research, qualitative and quantitative research are presented. In terms of the specialized literature, the importance of the information collected that contributed to the formation of the research was highlighted. The data collected and researched from the specialized literature contributed to the planning and construction of a set of case studies that addressed the issue of neuromarketing elements. The results of the case studies constituted the premises of the research and had an important role in interpreting the research results. Thus, the research results allowed its capitalization by conceptualizing and creating an artificial intelligence software called Enigma.
In the development of the work, numerous bibliographical and very recent resources were used. The database of scientific articles from the Clarivate Analytics platform was researched, as well as journal articles from foreign specialized literature, articles published in the volumes of international scientific conferences. Although there is an abundance of publications dedicated to neuroscientific programming, this field remains a challenging one for researchers. The more the neuro-physiological explanation based on evidence changes in the context of scientific discoveries, the more new theories and explanations may appear on the modeling of consumer behavior. The importance of this research will be reflected in the use of the “Enigma” application, which will be able to decrypt the “consumer pattern”.
The information in this paper may be of interest to those working in the field of marketing who wish to learn how to decipher the "customer pattern" but also to all those who wish to understand more about how we explain consumer behaviors using the theoretical explanation of neuromarketing. The paper concludes with a chapter of general conclusions.
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